FEAR & GREED | Business News Gen X’s 'dirty fantasy': the four-day work week
Jan 16, 2026
Simon Kuestenmacher, co-founder of The Demographics Group, dives into Gen X's quest for work-life balance. He explores how the generation's upbringing influenced their values and obsession with reduced work hours. Surprising findings from global trials show productivity can stay stable or even improve with a four-day work week. Simon also highlights the potential for increased employee well-being and how organizations could attract talent during labor shortages. However, he cautions against the challenges faced in sectors needing constant coverage.
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Gen X Drives Work-Life Focus
- Gen X prioritised work-life balance after watching parents overwork and mothers join the workforce at scale.
- That generation now shapes leadership and brings balance-focused expectations to top roles.
Trials Show Promising Results
- Large trials of four-day weeks (notably the UK 2022 study) showed productivity held steady or improved for many firms.
- Employees reported lower stress, fewer sick days, and better work-life balance during these trials.
Recovery Improves Performance
- Reduced hours can boost recovery so employees perform better when at work, similar to physical training cycles.
- Simon compares intellectual output to gym workouts: you can't operate at maximum capacity every day.